I don't want you chasing leads this year. Or relying on chasing leads in the DMs, or cold calling, or having to travel near and far to networking events just to land a client. If you're an established B2B expert, it's time to make a shift—from chasing to attracting. From reactive to inbound.
After coaching over 500+ established business owners in the last 5 years in building their personal brands on LinkedIn, I've seen this transformation happen again and again. And in 2026, it's more critical than ever because AI search has permanently changed how clients find you—or don't.
Why Referrals Are No Longer a Complete Strategy
Referrals are wonderful. They represent trust earned through results delivered. But treating referrals as your primary growth engine creates dangerous vulnerabilities:
- Referrals depend on market conditions you don't control. When your industry slows down, even your happiest clients may stop referring—not because they've forgotten you, but because they're simply not having the same conversations.
- Referrals are limited by your clients' networks. Your growth becomes tied to someone else's connections, timing, and ability to articulate what you do.
- AI is fundamentally changing discovery behavior. Your next client won't just ask a colleague for a recommendation. They'll ask ChatGPT, Claude, Google AI, or LinkedIn's search bar.
If you haven't established a consistent digital presence that trains these algorithms to associate your name with your expertise, you won't even be in the running.
The Trust Crisis: Why Proving You're Real Matters More Than Ever
I clicked on a video recently that took me about ten seconds to realize the speaker was AI-generated. This isn't just happening to me.
What used to happen: A prospect sees a compelling post, clicks through to a profile that looks professional, and thinks, "This person is positioned as an expert."
What happens now: A prospect reads a well-written post, clicks on a profile that looks polished, and their first thought is, "Is this person even real?"
They'll look for verification signals—a website, live video on the profile, videos of the person actually speaking, evidence that this human being actually exists.
Strategy First: The Foundation That Makes Everything Else Work
Before you post content, go live, or launch a newsletter, you need clarity on several foundational elements. Most experts skip this step and jump straight into creating content. That's why they get likes but no leads.
Define Your ONE Priority
What is the single outcome you want LinkedIn to help you achieve in the next 90 days? Not five outcomes. ONE.
Identify Your ONE Ideal Buyer
Who is the person most likely to buy your primary offer with the least resistance? Look at your actual clients from the past six months and ask:
- Who bought most readily?
- Why did they choose you?
- Why did they buy when they did?
Decide on Owning Your ONE Category
What is the one category you want to own in the minds of both humans and AI? As prospects' behaviors shift, they're asking AI questions like "Who helps plumbers grow their Facebook presence?"
For AI to surface your name in response to these queries, you need to consistently publish content that PROVES your expertise in that specific category.
Establish Your ONE Call to Action
Your audience needs to hear your call to action repeatedly—perhaps a hundred times—before they associate you with a specific next step. Pick one CTA and repeat it consistently for at least 90 days.
Optimizing Your LinkedIn Profile for Humans and AI
Your LinkedIn profile serves two audiences now: the humans who might hire you and the AI systems that might recommend you.
When AI evaluates whether to recommend you for a query, it's scanning for evidence. One profile has testimonials, media mentions, quantified results, and clear positioning. Another profile has an outdated photo and a generic headline.
Which one gets surfaced?
This isn't about bragging—it's about survival. AI systems will surface a limited number of recommendations; maybe five or ten, not hundreds.
Conclusion: Start Today
Define your one goal. Identify your ideal buyer. Choose your category. Establish your call to action. Only then will your positioning and content be effective.
Your expertise is real. The results you've delivered for clients are real. The next step is making all of that visible to the systems and platforms that increasingly determine who gets found.
Let's grow together,
Shanee Moret
Frequently Asked Questions
How long does it take to build authority on LinkedIn?
With consistent video content, most business owners start seeing inbound leads within 30-60 days. Full category ownership typically takes 90+ days of consistent posting.
Does this work for B2B consultants?
Yes. B2B consultants, coaches, and high-ticket service providers see the best results because their ideal clients are actively searching for expertise on LinkedIn.
What if I already have a following but no leads?
Followers without leads means your content isn't aligned with your offer. You need Strategy First: one goal, one ICP, one CTA, one category.
Is LinkedIn still relevant in 2026?
More than ever. LinkedIn's domain authority means your content ranks in AI search. Only 1% of users go live—massive opportunity for those willing to show up on video.
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